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THE CHANGING DIMENSIONS OF PUBLIC RELATIONS: THE RELATIONSHIP BETWEEN BRAND MANAGEMENT AND PUBLIC RELATIONS E. Pelin BAYTEKİN*, Mine YENİÇERİ ALEMDAR**, Nahit Erdem KÖKER*** ABSTRACT The changes in the dimensions of public relations, due to the globalization effect on the business enterprises, are remarkable. In this manner, the relationship of public relations with re-engineering, total quality management, six sigma approach, event management, crisis management, reputation management, knowledge management and customer relationship management is evaluated in this study. Moreover, after establishing these interactions, the relationship between public relations and brand management will be evaluated as well. Keywords: Brand Management, Public Relations, Globalization. INTRODUCTION It is possible to say that the process of globalization –which is used to define any conceptual change in the world from economics to culture- is being emerging till the 80’s. There are different ideas about historical process of the globalization that can be defined as “compression of the world and increasing consciousness of perception of assuming as one place as a concept” (as cited in Aslanoğlu, 1998:124, Waters, 1995:1). There is an on going argument about the fact of globalization. Some authors believe that it is not a new fact
*

Assist. Prof. Dr. , Department of Public Relations and Publicity Communication Faculty, Ege University, Ph.D.C., Research Assistant, Department of Public Relations and Publicity Communication Faculty, Ege Ph.D.C., Research Assistant, Department of Public Relations and Publicity Communication Faculty, Ege

Turkey, E-mail: pelin.baytekin@ege.edu.tr
**

University, Turkey E-mail: mine.alemdar@ege.edu.tr
***

University, Turkey, E-mail: nihat.koker@ege.edu.tr
Journal of Yasar University, 3(11), 1487-1507

THE CHANGING DIMENSIONS OF PUBLIC RELATIONS: THE RELATIONSHIP BETWEEN BRAND MANAGEMENT AND PUBLIC RELATIONS

1488

instead it is an


References: Aktan, C.(2003) Değişim Çağında Yönetim, İstanbul: Sistem Yayıncılık. Aktuğlu Karpat I. (2004) Marka Yönetimi: Güçlü ve Başarılı Markalar İçin Temel İlkeler, İstanbul: İletişim Yayınları. Aslanoğlu R. A. (1998) Kent, Kimlik ve Küreselleşme, Bursa:Asa Kitabevi. Baş, T. (2003), 6 Sigma, No: 5, İstanbul: Kalite Ofisi Yayınları. Becerikli, S.Y., (2003) “Pazarlama Amaçlı Halkla İlişkiler (MPR)”, İş, Güç, Endüstri İlişkileri ve İnsan Kaynakları Dergisi, 4(2). http://www.isgucdergi.org/index.php?p=arc_view&ex=53&inc=arc&cilt=4&sayi=2&year=20 02 Bronn, P. S. (2007). “Relationship Outcomes as Determinants of Reputation”. Corporate Communications: An International Journal, 12 (4)., 376-393. Broon, P.S.-Olson, E.(1999) “Mapping the Strategic Thinking of Public Relations Managers in a Crisis Situation: An Illustrative Example Using Conjoint Analysis”, Public Relations Review, Vol:25, Number:3. Çoroglu, C. (2002) Modern İşletmelerde Pazarlama ve Satış Yönetimi, İstanbul: Alfa Yayınları. Cutlip, S. M. - Center, E.H.- Broom, G.M.(1985) Effective Public Relations, 6th Edition, New Jersey: Prentıce Hall Inc. Dereli T.-Baykasoğlu A.-Halis M.-Okkıran Ş. (2007) “Markaların Efendisi: Marka İsmi“.(Ed. Dereli T.-Baykasoğlu A.) Toplam Marka Yönetimi, İstanbul:Hayat Yayınları. Hammer, M.- Champy, J.(1997) Çev. Sinem Gül, Değişim Mühendisliği, 4. Baskı, İstanbul: Sabah Yayınları. Kocabaş, F.- Elden, M. (1999) Marketing PR, Ankara: Mediacat Yayınları. Koseoğlu, O. (2006) “Bilgi İletişim Teknolojilerinin Pazarlamaya Etkisi”, Bilgi İletişim Teknolojileri ve Yansımaları, (Ed. Beril Akıncı Vural), İstanbul: Nobel Yayın Dağıtım. Kotha, S.,- Rajgopal, S. - Rindova, V. (2001). ”Reputation Building and Performance: An Empirical Analysis of the Top-50 Pure Internet Firms”. European Management Journal, 19(6), 571-586. Kotler, P. (1996) Marketing Management, New Jersey: Prentice Hall. Moon, M. -Millison D. (2003) Ateşten Markalar, (Ren: Ş. Tanju Kalkay), İstanbul: MediaCat.Baytekin, Alemdar, Köker, 20081507Murray, K.,- White, J. (2005). “CEO’s View on Reputation Management”. Journal of Communication Management. Vol.9 (4), 348-358. Odabaşı, Y. - Oyman, M. (2002) Pazarlama İletişimi Yönetimi, İstanbul: MediaCat Kitapları. Peltekoğlu, F. (1998) Halkla İlişkiler Nedir, İstanbul: Beta Yayınları. Pira, A. (2000) Değişim, Kesişim, İletişim: Halkla İlişkiler Süreci Açısından Bir Değerlendirme, İzmir: Üniversiteliler Ofset. Pira, A. (2005) Halkla İlişkiler İçin Okumalar, İstanbul:Dönence,. Raisinfhani, M.S. - Ette, H.-Pierce,.-Cannon, G.-Prathima, D.(2005), “Six Sigma: Concept, Tools and Applications”, Industrial Management&Data Systems, Volume:105, No:4. Regester M. - Larkin J.(2002) Risk Issues and Crisis Management; A Case Book of Best Practice, Kogan Page, USA. Richardson, B.(1999) Crisis Management and Management Strategy Time to Loop the Loop? Sheffield Business School, UK. Ries, A. - Ries L. (2004) Marka Yaratmanın 22 Kuralı, Ren: Atakan Özdemir, İstanbul: MediaCat. Tutar, H. (2000) Küreselleşme Sürecinde İşletme Yönetimi, İstanbul:Hayat Yayınları,. Uztuğ, F. (2003) Markan Kadar Konuş: Marka İletişimi Stratejileri, İstanbul: MediaCat Yeniçeri, Ö.-, İnce, M. (2005) Bilgi Yönetim Stratejileri ve Girişimcilik, İstanbul: IQ Kültür Sanat Yayıncılık. ---, ---, “İletişim Performansı ile Rekabet”http://www.orsa.com.tr, 2005. ---, ---, www.prcentral.com/About/repman.html, 2005.Journal of Yasar University, 3(11), 1487-1507

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(Video) Public Relations vs. Marketing: WHAT'S THE DIFFERENCE??

FAQs

What is the relationship between public relations and branding? ›

Branding and Public Relations: Strategy and Brand Campaigns [Guide] While “branding” a product is all about promoting a term, symbol or a product name, public relations (PR) experts view their job as also pitching something with marketing and advertising efforts.

What is public relations and brand management? ›

Goal. Understanding the differences between public relations and branding starts with untangling the end goals. In a nutshell, public relations is about managing relationships while branding is centered on creating an identity.

What is the role of public relations in branding? ›

PR helps establish and maintain a good public image and reputation of companies. It also helps to manage any negative publicity that companies may face. PR can be used for various purposes, such as: improving, building, and protecting brand reputation.

What is the relationship between brand and marketing? ›

What Is Branding? In a nutshell, branding is who you are—and marketing is how you build awareness. Branding is your strategy, while marketing encompasses your tactical goals. In order to determine who your brand is, you need to ask yourself several questions.

What is difference between public relations and marketing and branding? ›

The primary difference between the two is that marketing is focused on promoting a specific product, service or idea; and increasing sales, while public relations is focused on maintaining a positive reputation for the company overall.

What is the relationship between public relations and research? ›

As a true management function, public relations uses research to identify issues and engage in problem solving, to prevent and manage crises, to make organizations responsive and responsible to their publics, to create better organizational policy, and to build and maintain long-term relationships with publics.

How do public relations and marketing work together? ›

PR and Marketing work together to communicate their respective strategies and execute harmoniously to communicate to the proper audiences. Storytelling. Consistency is crucial to success. PR and Marketing tell the same story across advertisements, media placements, branding and more to avoid brand confusion.

What is the importance of public relations? ›

PR can be used to protect, enhance or build reputations through the media, social media, or self-produced communications. A good PR practitioner will analyze the organization, find the positive messages and translate those messages into positive stories.

What is the similarities between public relations and marketing? ›

The similarity between public relations and marketing is where both of it has an underlying goal which is also to build and maintain good relationship with the public through communication skill in order to meet with the organizational goal.

How important is public relations in marketing? ›

PR helps to tell your story, distinguish you from the competition, and provide a stream of ideas for the media who are always on the hunt for content that speaks to their audiences. From your press release or pitch, they will then produce various types of content that help to promote your brand.

What are the 4 types of public relations? ›

What are the different types of PR?
  • Strategic communications. Every action that is undertaken by a PR professional should fall under strategic communication. ...
  • Media relations. ...
  • Community relations. ...
  • Internal communications. ...
  • Crisis communications. ...
  • Public Affairs. ...
  • Online and social media communications.
31 Oct 2019

How public relations build brand perception? ›

Seeing a brand mentioned in a positive story in the media or recommended by a respected reporter or expert can be a priceless piece of PR. This can help build brand recognition, credibility and trusted consumer relationships, resulting in repeat sales and brand equity.

Why is brand management important? ›

Brand management gives you the opportunity to ensure that both the intangible and visual aspects of your brand are aligned. A brand that is consistent and clear puts the customer at ease, because they know exactly what to expect each and every time they experience the brand.

What is relationship why companies want relationship with customers? ›

Building a working relationship with customers is key to the long-term success of a business. Having a strong connection based on trust and communication helps customers feel more secure and connected with a brand, and it can also lead to growing customer retention and your repeat purchase rate.

What is the relationship between product and brand? ›

The product is an item or service produced and offered by the company for sale in the market. A brand is an entity like the logo, symbol or name used by the companies, to make their products identifiable among other products in the marketplace.

What are examples of public relations? ›

Writing and distributing press releases. Speechwriting. Planning and executing special public outreach and media relations events. Writing content for the web (internal and external websites).

What's a public relations strategy? ›

A PR strategy helps a business create, organize, and measure the effectiveness of its public relations tactics over time. It's separate from a marketing plan but should support marketing efforts. A public relations strategy may cover a full year of campaigns or address a single goal, like a product launch.

Is marketing or public relations better? ›

PR focuses more on maintaining relationships, while marketing works to actively promote the company or the brand. Choosing which communications career path best suits you could impact which courses you take during your education, so it's important to know where you want to end up.

What is research in public relations and advertising? ›

Public Relations research involves collecting and analyzing data on economic, political & social trends. It also involves internal & external evaluations of public relation campaigns. There are two major forms of PR research; Formative and Evaluative. They are carried out at the most important level of PR management.

Which of the following is an advantage of public relations? ›

Publicity through public relations gives credibility to your business as the content is more authentic and informative. Studies indicate that PR gives more visibility and credibility among the consumer market than advertising which is perceived as more promotional.

What is media relations in public relations? ›

Media Relations involves working with media for the purpose of informing the public of an organization's mission, policies and practices in a positive, consistent and credible manner. Typically, this means coordinating directly with the people responsible for producing the news and features in the mass media.

What is the relationship between public relations and publicity? ›

Publicity refers to a public relation function, that uses any communication channel to convey news or information about someone or something, through media. Public Relations is a marketing tool, that is used to maintain goodwill and reputation of the company and its product among people.

What is meant by public relations in marketing? ›

Public relations (PR) refers to managing how others see and feel about a person, brand, or company. PR for corporations, notably publicly traded companies, focuses on maintaining a positive corporate image while handling media requests and shareholder inquiries.

What is the role of public relations in integrated marketing communications? ›

PR is used to effectively communicate key messages to a diverse public. By first identifying all audiences and their drivers messages can then be tailored to resonate with each party so that each takes the desired action. Try using this PR approach when developing messaging for your next marketing program.

What are the types of publics? ›

Types of Publics
  • Financial Publics. These are the people that affect a company's funding. ...
  • Media publics. ...
  • Government publics. ...
  • Citizen-action publics. ...
  • Local publics. ...
  • General publics. ...
  • Internal publics.
15 Aug 2021

What is the most important aspect of public relations? ›

Understanding the target audience is the most important part of any successful public relations strategy. Do your research and identify the demographics of the ideal customer. Then you can tailor the PR elements of your campaign around these characteristics.

What are the differences between advertising and public relation? ›

Advertising is a technique of drawing public attention to products or services, mainly through paid announcements. Public Relations is a practice of strategic communication that aims at building a mutually beneficial relationship between the company and the public.

What is the difference between publicity and public relations? ›

Publicity concerns presence in the media. It creates public awareness for a brand. It is promotion, used to attract attention. Public relations involves a whole host of strategies to accomplish an organisation's goals by sending messages to appropriate audiences.

Does marketing include public relations? ›

Answer: Public relations and marketing are related yet separate disciplines, and both are integral to the success of a company. Marketing is defined as the advertising strategies and content initiatives that promote a company's products or services to is consumers.

How public relations raise awareness? ›

Public relations (PR) efforts, like advertising, can help to build business and product awareness among target buyers and end users, often at a fraction of the cost of advertising. Many small and large businesses consciously utilize PR as a way to obtain free advertising about their products and services.

How do public relations work? ›

Public relations specialists build and maintain a positive public image for a company or organization. They create media, from press releases to social media messages, that shape public opinion of the company or organization and increase awareness of its brand. Completely free trial, no card required.

What are the 7 types of publics? ›

There are seven types of public in a marketing environment of a company:
  • Financial publics.
  • Media publics.
  • Government publics.
  • Citizen-action publics.
  • Local publics.
  • General publics.
  • Internal publics.

What are the 7 types of public relations? ›

The 7 Different Types of Public Relations?
  • Media Relations. ...
  • Community Relations. ...
  • Crisis Communication. ...
  • Public Affairs. ...
  • Social Media Communication. ...
  • Internal Employee Communications. ...
  • Strategic Communications PR.

What are the 5 functions of public relations? ›

These functions include, but are not limited to the following information:
  • Media Representation. Media coverage is just one aspect of the functions of public relations. ...
  • Crisis Communication. ...
  • Content Development & Management. ...
  • Social Media Management.

What is public relation and image building? ›

Public relations is a veritable tool of corporate image building and sustenance as it helps shape the way publics of an organization see or perceive the organization. These publics can be internal or external. By internal we mean employees, and by external we mean customers/clients and the host community.

What is most important brand management? ›

The most important part of brand management is ongoing maintenance and control. Proper brand management involves making sure that each promotional piece, touch point and every usage of your name, logo and message supports your organization and goals by reinforcing your brand in the way you intended.

What is brand management example? ›

Examples of brand management

A car insurance company develops a brand management strategy to promote brand awareness and recognition and foster familiarity within its target audience.

What is the brand management process? ›

Strategic brand management revolves around building brand equity and ensuring its growth over time. Therefore, the brand management process involves the planning, executing, and controlling marketing and branding strategies, including activities to promote brand equity building, measurement, and control.

What are the benefits of having a good consumer brand relationship? ›

A strong brand with a loyal following is one that builds a consistently positive customer experience. Of the customers surveyed who had a “very good” experience with a brand, 94% are more likely to purchase again; and of the customers who had a “good” experience, 83% are more likely to purchase again.

What are the benefits of customer relationship management? ›

7 Benefits of Customer Relationship Management
  • Customer Service and Retention. One of the main benefits of CRM is improved relationships with your customers. ...
  • Increased Sales. ...
  • Analytics. ...
  • Higher Productivity. ...
  • Cultivating New Leads. ...
  • Better Marketing. ...
  • Increased Profitability.
13 Sept 2021

What kinds of relationships do brands have with consumers? ›

There are two different types of consumer-brand relationships: exchange relationships and communal relationships. If you want to maintain consumer brand loyalty, you must provide value to your customers. Brands must understand their consumers so they can provide them value in the way they expect it.

What is the importance of brand? ›

Branding Creates Loyal Customers

You don't just want customers who recognize your brand and use your business once — you want to create customers who continue to come back. With good branding, you can give your brand a more human side, which your customers can relate to more than a company that's strictly all business.

What is product in product and brand management? ›

Definition: A product is the item offered for sale. A product can be a service or an item. It can be physical or in virtual or cyber form. Every product is made at a cost and each is sold at a price. The price that can be charged depends on the market, the quality, the marketing and the segment that is targeted.

Is branding part of PR or marketing? ›

Think of marketing as the actions you take to connect with your customers and get them to buy your products or services. Branding, on the other hand, is the marketing practice of actively shaping your brand. Branding is about defining who you are as a company.

How is PR used in brand communication? ›

Public relations are increasingly about communicating credibly with key audiences who affect business results, such as media analysts, policymakers and policy influencers, customers and shareholders. It is an important element in supporting the power and value of an organization's brands to all stakeholders.

What is your understanding of PR How does PR help a brand? ›

PUBLIC RELATIONS INCREASES BRAND CREDIBILITY

To bridge that trust-gap between a business and its would-be clients or customers, the business can hire someone in public relations. The expert works on increasing their credibility within their given industry and increasing their overall reputation.

Why is brand management important? ›

Brand management gives you the opportunity to ensure that both the intangible and visual aspects of your brand are aligned. A brand that is consistent and clear puts the customer at ease, because they know exactly what to expect each and every time they experience the brand.

Why is branding so important? ›

Branding Creates Loyal Customers

You don't just want customers who recognize your brand and use your business once — you want to create customers who continue to come back. With good branding, you can give your brand a more human side, which your customers can relate to more than a company that's strictly all business.

What are examples of public relations? ›

Writing and distributing press releases. Speechwriting. Planning and executing special public outreach and media relations events. Writing content for the web (internal and external websites).

What are the 4 types of public relations? ›

What are the different types of PR?
  • Strategic communications. Every action that is undertaken by a PR professional should fall under strategic communication. ...
  • Media relations. ...
  • Community relations. ...
  • Internal communications. ...
  • Crisis communications. ...
  • Public Affairs. ...
  • Online and social media communications.
31 Oct 2019

How can PR improve the brand image of a company? ›

Public Relations: PR disseminates your key messages and company news in online blogs, trade publications and news outlets. By positioning your company as a thought leader and expert source on breaking news and trends, PR can improve your brand image and raise awareness.

How important is public relations in marketing? ›

PR helps to tell your story, distinguish you from the competition, and provide a stream of ideas for the media who are always on the hunt for content that speaks to their audiences. From your press release or pitch, they will then produce various types of content that help to promote your brand.

What is good public relations? ›

Good PR celebrates the client's customers in an inclusive, non-exploitive way. It is called "public relations". Creating a message and campaigns that do more than sell is extremely important. And, good public relations welcomes the input of “neutrals” and especially, “critics” – and adapts strategy accordingly.

What makes a brand successful? ›

Have a distinctive personality that is appropriate for your target audience. Be consistent in its messaging and design, reinforcing the position, promise and personality at each touch point. Demonstrate the value that your company provides for the customer, and how that value is created.

How important are the principles of public relations? ›

Principles are important because they give you a filter for making decisions and protect the behaviors you need to embrace to ensure your plan is effective. When you start to drift from your principles, it's time to take stock of the current situation and think about what needs to change to keep you on track.

How do you brand your business successfully? ›

How to Brand Your Business for Success Summary
  1. Establish Your Overarching Goals.
  2. Outline the Key Qualities & Benefits Your Brand Offers.
  3. Create a Brand Logo & Tagline.
  4. Revisit Who Your Customers Are.
  5. Research Competitor Brands Within Your Industry.
  6. Improve Your Site's Visibility in Search Results.
  7. Be True to Your Brand.
20 Apr 2020

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